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Titolo:
Historical method in marketing research with new evidence on long-term market share stability
Autore:
Golder, PN;
Indirizzi:
NYU, Stern Sch Business, New York, NY 10012 USA NYU New York NY USA 10012NYU, Stern Sch Business, New York, NY 10012 USA
Titolo Testata:
JOURNAL OF MARKETING RESEARCH
fascicolo: 2, volume: 37, anno: 2000,
pagine: 156 - 172
SICI:
0022-2437(200005)37:2<156:HMIMRW>2.0.ZU;2-H
Fonte:
ISI
Lingua:
ENG
Soggetto:
PRODUCT DEVELOPMENT; CONSUMER RESEARCH; BUSINESS RELATIONSHIPS; UNITED-STATES; FRAMEWORK; ADVANTAGE; STRATEGY; ENTRY; TIME; PROFITABILITY;
Tipo documento:
Review
Natura:
Periodico
Settore Disciplinare:
Social & Behavioral Sciences
--discip_BC--
Citazioni:
102
Recensione:
Indirizzi per estratti:
Indirizzo: Golder, PN NYU, Stern Sch Business, New York, NY 10012 USA NYU New York NY USA 10012 Sch Business, New York, NY 10012 USA
Citazione:
P.N. Golder, "Historical method in marketing research with new evidence on long-term market share stability", J MARKET C, 37(2), 2000, pp. 156-172

Abstract

Several researchers have advocated historical or longitudinal approaches to study marketing phenomena. Although some have applied this approach, moreoften it has been overlooked or denigrated. The author argues that historical method is capable of producing scientific knowledge that is currently useful, rather than simply a remembrance of the past. The author presents a complete description of the historical method, so researchers can use this article as a guide when applying this method. The value of the method is illustrated by examining the prevailing finding in the marketing literature that market shares are stable over time. Although this finding is consideredan empirical generalization, an analysis of more than 650 brands in 100 categories raises doubts about the longevity of market share stability.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 10/07/20 alle ore 12:47:46